iPad Mini review round-up: Apple’s beautiful but compromised cash-in

Share This article

Early this morning, right on schedule and in perfect synchronicity, the first hands-on reviews of Apple’s iPad Mini hit the web. In a rather refreshing and pleasant twist, the reviews aren’t universally positive. In fact, it looks like Apple may have finally released a non-perfect mobile device — the perfect accompaniment to the rushed, botched release of Apple’s own Maps app in iOS 6 earlier this year.

At $330 for the cheapest, WiFi-only iPad Mini — a $130 premium over 7-inch tablets from Amazon and Google — we had expected a truly premium product. As far as the actual, physical device is concerned, reviewers universally agree that the iPad Mini doesn’t disappoint; as expected, the Mini looks and feels awesome. Beyond that, though, it seems Apple made a lot of compromises to bring the iPad Mini to market — compromises that really shouldn’t exist in a $330 device.

For a start, you can forget about Apple using some kind of magical hocus-pocus to ameliorate the issues caused by the low-resolution (163 PPI), 7.9-inch display. There is simply no getting around it: The iPad Mini, with just 1024×768 pixels to its name, isn’t as sharp as the competition. If you have used a higher-resolution device (such as almost every other tablet and smartphone on the market), the iPad Mini will look jaggy and fuzzy by comparison.

Then we have the internals — namely, the A5 SoC that debuted with the iPad 2, 18 months ago. To be quite frank, it’s utterly insane that Apple thought it could use an old chip and get away with it. Almost every review notes that apps can take a long time to load, and some others note that the device just feels laggy — a bit like the iPad 2, even, which was powered by the same SoC. The minimal amount of RAM (512MB) might also play a role here. On a plus side, the iPad Mini’s rear-facing camera is being reviewed very positively.

There also seem to be a few complaints about the actual form factor of the device, too. By sticking to the iPad’s 4:3 aspect ratio, the left/right bezels on the iPad Mini are very small, which means it can be quite hard to hold the device in portrait orientation. Apple has tweaked the Mini’s version of iOS so as to ignore accidental thumb taps, but reviews suggest that this feature isn’t quite perfect yet, sometimes resulting in intentional swipes and taps being ignored. Some reviewers also say that the iPad Mini’s incredibly svelte dimensions (it’s just 0.68lb/308g and 7.2mm thick) are almost too thin and light to get a proper purchase. The Nexus 7 and Kindle Fire, with their 16:9 aspect ratios and significantly fatter bodies, obviously don’t have this issue.

Milking the cash cow

The obvious question that we have to ask is why? Why did Apple compromise so brutally on the internals of the iPad Mini? For a few cents more, Apple could’ve put an A5X, A6, or A6X inside the iPad Mini, ameliorating any performance issues and instantly making it the fastest tablet on the market. For a few dollars more, Apple could’ve sourced a high-res display. But it didn’t — why?

The only explanation that fits is that Apple is intentionally low-balling the consumer, just to make more money. By making the iPad Mini beautiful, and cheaper than the real iPad, Apple guarantees millions of sales — even if the hardware spec isn’t up to scratch, or there are a few rough usability edges. Then, in six months, Apple can release the iPad Mini 2, with a faster processor, more RAM, and perhaps a Retina display — and boom, another billion dollars of profit.

In England, we have a delightful idiom: mutton dressed as lamb. It succinctly describes the act of taking something slightly old, haggard, or cheap, and dressing it up as something new. The American equivalent, I think, is putting lipstick on a pig. Apple could’ve produced the iPad Mini two years ago — but it didn’t, because the iPad and iPhone were generating more revenue than you could ever imagine. Now, with the Nexus 7 and Kindle Fire HD establishing a 7-inch beachhead, Apple has been forced to respond. The cynic in me says that Apple has the iPad Mini waiting in the wings for years, but perhaps I ought to adjust my tinfoil hat.

Historically, I would’ve said that Apple knows exactly what it’s doing — that it knows exactly how to play to its strengths of superlative industrial design, and masterful control of human needs and desires. With the recent firing of Scott Forstall (who was in charge of the iOS 6 Maps debacle earlier in the year), though, and now the iPad Mini, perhaps Apple is off balance, on tilt.

I’m still absolutely sure that Apple will make a fortune from the iPad Mini, but I’m less positive about the company’s long-term prospects. It seems the company has undergone a sizable ideological shift. The old Apple — Steve Jobs’ Apple — was all about building visionary products, and then inviting people to come play with them. The new Apple seems more interested in simply making as much money as possible, as quickly as possible — which works in the short term, but will come to an abrupt halt when another company takes up the visionary mantle.

Tagged In

Post a Comment

Alex Wilson

I’m sure people will start the bashing and defending here very soon, with all the emotion as if their own mother had just been slapped.

But before all that begins I would like to point out that there is no reason to criticize Apple. They made a product that they knew people would buy and they maximized their profits. They will continue to make uncompetitive overpriced products as long as people will buy them. So if you somehow feel insulted by the Mini, take it out on the people buying it, not on Apple.

Relikk356

Most people buying Apple don’t really know what they are getting. Apple has always had a premium for their product but it was arguable because their hardware was the market best. At $249 the MINI is a rip off, but would have still been a huge profit for Apple. $329 is disgusting, and Apple is laughing all the way to the bank.

chojin999

While Google and Microsoft love you so much that is the reason what they sell you sucks and you enjoy being ripped off.

Relikk356

I’m lost how my statement has anything to do with justifying any company ripping off anyone.

Alex Wilson

Is it unethical to target the uninformed? Probably not. Is it frustrating to see people waste billions of dollars on overpriced toys? Absolutely.

Every company prices products based on what will ultimately make them the most money. Apple knew they could get away with $329 so they did it. Google and Amazon sell cheaper because their focus is not on the hardware, but on what you do with it. If $199 a tablet did not ultimately make Google money they wouldn’t be selling them.

Relikk356

I don’t need a lesson on market pricing. I’m not saying that it wont sell. It will, but I have the right to criticize Apple. It’s my opinion this product is way over priced, Apples prices are higher, but as I stated they normally have the best hardware, fantastic build quality and fantastic customer service. The MINI is like one of those Chinese ‘knock off’ tablets with 2 year old technology, except in brushed aluminum with an Apple Logo . Ultimately when it becomes the market leader its pricing strategy could be adopted by the competition which affects all consumer; consumers like me.

CLiDED

If you’re squawking over $350, you need a better job.

jake

really? believe it or not 350 is alot to most people for something thats not much more useful then a toy.

http://www.facebook.com/csmaloney1 Christopher S Maloney

Fuck you

Relikk356

Most people buying Apple don’t really know what they are getting. Apple has always had a premium for their product but it was arguable because their hardware was the market best. At $249 the MINI is a rip off, but would have still been a huge profit for Apple. $329 is disgusting, and Apple is laughing all the way to the bank.

http://justjabari.wordpress.com/ Jabari Styles

GREAT article and I agree on each and every single point made. I am an Apple user and don’t quite “get” the iPad-mini at all. They said during the launch that they didnt just simply shrink the existing iPad but instead re-invented it..and as you can see…that couldnt be further from the truth. They have actually just shrunken the iPad2 and re-packaged it as something new and groundbreaking. Some of the Android tablets have piqued my interest. With the release of ICS and JB, these devices have come closer to the iOS experience in my opinion. The Nexus 10 tablet also has better res than the Retina. Competition drives innovation and I welcome it 100%

Relikk356

Finally a review that I agree with! Almost every article I’ve read states, “yeah its not as good as it’s 7 inch competition but it has better APPS”. Some how “better APPS” warrants the $130 price increase for an outdated inferior product. I’m not an Apple fan, but I can see their value. They are a simple to use products that play well in their own ecosystem. If you already own an IPhone a new IPad might makes sense. The MINI DOES NOT! I wouldn’t wish it on my worst enemy. This product is all about profit, and a lot less about customer. If your stuck on Apple please spend the extra money and get an Ipad 3, or 4. The MINI is just a trophy symbolizing that Apple can sell a bucket of excrement if they slap their logo on it.

http://profiles.google.com/brunocassol Bruno Cassol

Also about iPad screen: iOS font hinting is a joke. Text on Android looks much more crisp and clear. That is attributed to Android having a much better font engine.

CLiDED

Do you have a special theme?
Fonts look like garbage on every Android device I’ve used, including the S3.

I think the one thing nobody is thinking of is supply chain. Apple has already had a notoriously hard time keeping up with demand. The choice of processor and display could have more to do with supply chain issues than anything else. I would put money on it in terms of the display.

Random

Kevin Jonas is gay

Random

I agree

Random

Yes Kevin Jonas is gay his wife is paid to be his beard

Harry_Wild

It would seem that Apple is becoming into a HP type company – dressing up the looks of the product; but given the buyer crap inside!

http://www.facebook.com/csmaloney1 Christopher S Maloney

“Our smallest ipad yet!” Lol

johndurbinn

Stupid fucking product idea, it’s just a bigger iPhone with lower resolution and can’t make any fucking calls.

http://www.facebook.com/jason.sweet.96 Jason Sweet

Beware that all Apple products are made in China, so you know they only cost $1 or GBP to make each one.

Use of this site is governed by our Terms of Use and Privacy Policy. Copyright 1996-2015 Ziff Davis, LLC.PCMag Digital Group All Rights Reserved. ExtremeTech is a registered trademark of Ziff Davis, LLC. Reproduction in whole or in part in any form or medium without express written permission of Ziff Davis, LLC. is prohibited.